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The Resource Kellogg on marketing, edited by Alice M. Tybout, Bobby J. Calder

Kellogg on marketing, edited by Alice M. Tybout, Bobby J. Calder

Label
Kellogg on marketing
Title
Kellogg on marketing
Statement of responsibility
edited by Alice M. Tybout, Bobby J. Calder
Contributor
Subject
Language
eng
Cataloging source
DLC
Illustrations
illustrations
Index
index present
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • Tybout, Alice M
  • Calder, Bobby J
  • J.L. Kellogg Graduate School of Management
http://library.link/vocab/subjectName
Marketing
Label
Kellogg on marketing, edited by Alice M. Tybout, Bobby J. Calder
Instantiates
Publication
Bibliography note
Includes bibliographical references and index
Contents
Foreword. -- Thinking About Marketing (Philip Kotler). -- Preface (Alice M. Tybout and Bobby J. Calder). -- Acknowledgments. -- Section One: Developing a Marketing Strategy. -- Chapter 1: Creating Customers and Shaping the Competitive Game (Gregory S. Carpenter). -- Chapter 2: Identifying Market Segments and Selecting Targets (Alice M. Tybout and Kent Grayson). -- Chapter 3: Marketing Research and Understanding Consumers (Bobby J. Calder). -- Chapter 4: Developing a Compelling Brand Positioning (Alice M. Tybout and Brian Sternthal). -- Chapter 5: Writing a Brand Positioning Statement and Translating It into Brand Design (Bobby J. Calder). -- Chapter 6: Creating and Managing Brands (Alice M. Tybout and Gregory S. Carpenter). -- Section Two: Implementing the Strategy. -- Chapter 7: Making the Brand Come Alive within Your Organization (Lisa Fortini-Campbell). -- Chapter 8: The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture (Dipak C. Jain). -- Chapter 9: Pricing for Profit (Lakshman Krishnamurthi). -- Chapter 10: Advertising Strategy (Dereck D. Rucker and Brian Sternthal). -- Chapter 11: Marketing Channel Design and Management (Anne T. Coughlan). -- Chapter 12: Building a Winning Sales Force (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer). -- Section Three: Perspectives on Contemporary Issues in Marketing. -- Chapter 13: Marketing to Consumers at the Bottom of the Pyramid (Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier). -- Chapter 14: The New Influence of Social Media (Lakshman Krishnamurthi and Shyam Gopinath). -- Chapter 15: From the Wheel to Twitter: Where Do Innovations Come From? (David Gal). -- Chapter 16: Brand-Led Innovation (Bobby J. Calder and Edward S. Calder). -- Chapter 17: Managing Product Assortments: Insights from Consumer Psychology (Ryan Hamilton and Alexander Chernev -- Chapter 18: Goal-Driven Marketing Research: The Answer to a Shrinking Budget (Angela Y. Lee). -- Chapter 19: Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer). -- Chapter 20: Creating Superior Value By Managing the Marketing–Operations Management Interface (Anne T. Coughlan and Jeffrey D. Shulman). -- Index. 9780470580141
Control code
ocn526098191
Dimensions
24 cm
Edition
2nd ed
Extent
xix, 426 p.
Isbn
9780470580141
Isbn Type
(hardback)
Lccn
2010010869
Other physical details
ill.
System control number
(OCoLC)526098191
Label
Kellogg on marketing, edited by Alice M. Tybout, Bobby J. Calder
Publication
Bibliography note
Includes bibliographical references and index
Contents
Foreword. -- Thinking About Marketing (Philip Kotler). -- Preface (Alice M. Tybout and Bobby J. Calder). -- Acknowledgments. -- Section One: Developing a Marketing Strategy. -- Chapter 1: Creating Customers and Shaping the Competitive Game (Gregory S. Carpenter). -- Chapter 2: Identifying Market Segments and Selecting Targets (Alice M. Tybout and Kent Grayson). -- Chapter 3: Marketing Research and Understanding Consumers (Bobby J. Calder). -- Chapter 4: Developing a Compelling Brand Positioning (Alice M. Tybout and Brian Sternthal). -- Chapter 5: Writing a Brand Positioning Statement and Translating It into Brand Design (Bobby J. Calder). -- Chapter 6: Creating and Managing Brands (Alice M. Tybout and Gregory S. Carpenter). -- Section Two: Implementing the Strategy. -- Chapter 7: Making the Brand Come Alive within Your Organization (Lisa Fortini-Campbell). -- Chapter 8: The Sandwich Strategy: Managing New Products and Services for Value Creation and Value Capture (Dipak C. Jain). -- Chapter 9: Pricing for Profit (Lakshman Krishnamurthi). -- Chapter 10: Advertising Strategy (Dereck D. Rucker and Brian Sternthal). -- Chapter 11: Marketing Channel Design and Management (Anne T. Coughlan). -- Chapter 12: Building a Winning Sales Force (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer). -- Section Three: Perspectives on Contemporary Issues in Marketing. -- Chapter 13: Marketing to Consumers at the Bottom of the Pyramid (Bobby J. Calder, Richard Kolsky, and Maria Flores Letelier). -- Chapter 14: The New Influence of Social Media (Lakshman Krishnamurthi and Shyam Gopinath). -- Chapter 15: From the Wheel to Twitter: Where Do Innovations Come From? (David Gal). -- Chapter 16: Brand-Led Innovation (Bobby J. Calder and Edward S. Calder). -- Chapter 17: Managing Product Assortments: Insights from Consumer Psychology (Ryan Hamilton and Alexander Chernev -- Chapter 18: Goal-Driven Marketing Research: The Answer to a Shrinking Budget (Angela Y. Lee). -- Chapter 19: Aligning Sales and Marketing to Enhance Customer Value and Drive Company Results (Andris A. Zoltners, Prabhakant Sinha, and Sally E. Lorimer). -- Chapter 20: Creating Superior Value By Managing the Marketing–Operations Management Interface (Anne T. Coughlan and Jeffrey D. Shulman). -- Index. 9780470580141
Control code
ocn526098191
Dimensions
24 cm
Edition
2nd ed
Extent
xix, 426 p.
Isbn
9780470580141
Isbn Type
(hardback)
Lccn
2010010869
Other physical details
ill.
System control number
(OCoLC)526098191

Subject

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